GO GB

In conjunction with the Tokyo 2020 Olympic Games, Keio University, Yokohama City, and Kawasaki City jointly agreed to host Team GB, the British Olympic delegation. This collaborative initiative involved providing a wide range of support, including training and accommodation facilities during their stay in Japan.
To foster a sense of unity among all stakeholders and to encourage active participation from students and local residents, a comprehensive branding system was developed. For Keio University and the supporting organisations, this also served as a strategic opportunity to enhance their global presence and visibility.

Mission

To foster widespread support for Team GB and build a sense of excitement around their presence, it was essential to engage Keio University’s staff and students, as well as the citizens of Yokohama and Kawasaki. This required the creation of both verbal and visual expressions capable of capturing their interest, generating anticipation, and establishing a shared sense of purpose.

Solution

To unite the three participating organisations under a single banner and create a rallying cry that would be easy for everyone to remember, we proposed the slogan “GOGB” – an energising phrase meaning “Go Great Britain”. This concise, four-letter expression was adopted not only as the official name of the project but also as a shared message with Team GB, forming the core of all communication activities and serving as a symbolic anchor both linguistically and visually.
A comprehensive design system was developed around this slogan. The visual identity featured the Union Flag as a backdrop, overlaid with the letters “GOGB” rendered in Team GB’s official blue and red colours, creating a distinct and recognisable Logo Sign.

During the Olympic Games, British media outlets were expected to cover Team GB’s training sessions. The items and visuals that appeared in the background of these broadcasts became key tools for promoting the initiative internationally and enhancing recognition of the supporting organisations. With social media engagement in mind, the design also incorporated photogenic backdrops to encourage athletes to feature them in their posts.
By centring the campaign around the “GOGB” rallying cry, the project successfully fostered meaningful exchanges between Team GB athletes and the local community, offering participants a shared sense of excitement and an emotional connection to the Olympic experience.